The Press Democrat did a cross promotion with KSRO where a newspaper photographer would take a picture of someone during a "Man on the Street" interview. If your face was circled in the photo printed the next day you won a prize (in this case, a turkey) by identifying yourself. Press Democrat, Dec. 15 1937

KSRO IS ON THE AIR

The high school auditorium was packed that Sunday morning in 1937 with people from all over Sonoma county. Uniformed boy scouts ushered the last of the audience to their seats as an announcer hushed the audience. Promptly at 10:30, the speakers crackled to life with a recording of the Star-Spangled Banner.

Waiting at the microphone for the music to finish was a slight 67 year-old man in his customary three-piece suit. “Good morning, ladies and gentlemen. With the playing of the national anthem, station KSRO, voice of the Redwood Empire, takes the air for the first time.” He continued with the required sign on announcement before ending: “This is Ernest Finley speaking and I now turn this fine new radio station over to the people of the Redwood Empire for their use and enjoyment.”

Finley wasn’t really handing over KSRO to the public, of course – he was the sole owner of the station as well as the two newspapers in town, the Santa Rosa Republican and the Press Democrat, where he was also editor and publisher. The papers would promote the station which would promote the papers. So cozy was this little media empire that the broadcasting studios were in the PD building on Mendocino Ave.

After an invocation by the rector of the Church of the Incarnation and playing a recording of religious music, the live program continued with 15-minute salutes to Marin county and seven communities in Sonoma. Usually the mayor said a few words which were followed by music from someone in that town – there had been talent contests over the previous weeks to choose the artists. Santa Rosa was represented by a singer and Walter Trembley, harmonica virtuoso; Cloverdale sent Glen Bonham, imitator.

There were other live performances that day woven between recorded music before the big dedicatory program at 3:00, where the mayor of San Francisco spoke and the KSRO orchestra performed, along with others. The hour long program closed with an audience singalong.

And that was pretty much the end of the first broadcast day, September 19, 1937. The station signed off at 6PM, having only a permit to operate from dawn to dusk. This was typical of little commercial stations all over the country; night hours were only for the high power clear channel stations that could sometimes be heard for a thousand miles. With its 250 watt (!) transmitter, KSRO reached from San Rafael to Ukiah – but came in as far away as Eureka and San Jose when conditions were ideal.

By 1937 the radio market was well-established in the Bay Area. Probably any radio in Sonoma County could pick up the big stations in San Francisco such as KGO, KSFO and KPO (which became KNBR), which were network affiliates broadcasting all the popular programs we associate with the golden age of radio. During the day there were the soaps, including Vic and Sade, Our Gal Sunday and Ma Perkins; in the evening were the top shows such as Burns and Allen, One Man’s Family, Amos ‘n’ Andy, Gangbusters, Jack Benny.

ksro19370924(RIGHT: KSRO schedule for September 24, 1937; local programming highlighted)

Pipsqueak independent stations like KSRO instead relied on a mix of local programming and a transcription service (the one first used by KSRO was NBC’s Thesaurus, upgraded soon to World). A subscribing station would get 16-inch records that played at 3313RPM, which would provide fifteen minutes of content per side. Thus a station operating on the cheap could fill much (even all!) of its schedule using just an engineer and an announcer – who could also be the engineer – to read commercials and announce time/call letters. And as you see by this schedule taken from its first week of broadcasting, that’s pretty much what KSRO did at the beginning.

The problem with transcription services was that their offerings often… sucked. In its earliest weeks KSRO mostly played transcriptions of D-list musicians such as the Mountaineers hillbilly band (who apparently never made a record) and Robin Hood Bowers (somewhat known for a 1919 ditty, “The Moon Shines on the Moonshine”). The station also broadcast generic canned programs with titles like “Melody Time” and “Rhythm Makers.” It was music to do chores by.

Those transcription shows were mostly sustained (unsponsored, except promos for other shows or perhaps Finley’s newspapers) because KSRO didn’t have many advertisers at its outset. The first sponsor was mentioned only a few days before the premiere broadcast – the White House Department Store would advertise on the noon newscast.

Among other early live studio programs were 15 minute weekly shows by The Rincon Valley Ramblers, a quartet which entertained sometimes at lodge or club meetings, and “Songs of the Island,” with Hawaiian melodies sung by the Carroll Boys from Napa: Slip, Arky, Gat and Alky. There was the 30-minute “Mickey Mouse Club” on Fridays at 4, which resurrected the riotous live show that once commandeered the California Theater on Saturday afternoons (see “LET’S ALL YELL AT THE MICKEY MOUSE MATINEE“).

On weekdays the anchoring live show was the mid-afternoon “Time for Tea,” which was completely free form. There were usually announcements from women’s clubs, churches and the like, but you might also hear some kid scraping his bow across a violin string or squeezing an accordion. They sometimes did a “Name That Tune” type game show or brought in an elementary school class to do a spelling bee.

The popular morning “Breakfast Club” opened the broadcast day at 7 (sadistically, by beating a gong that nearly blew out your speaker) and received lots of mail because the host encouraged listeners to send in their birthdates to be announced on air. A farmer from the Sonoma Valley who wanted to sell his ranch wrote that he would come on the show and do his (presumably terrific) imitation of a calf and a squeaky clothesline in trade for commercials.

Gradually over the first couple of months their live programming pushed out more of the transcribed shows. KSRO was becoming a radio station that locals wanted to actively listen to instead of just being a source of ignorable background music.

Remotes were a large reason for the station’s success. They kept their portable transmitter busy; Evelyn Billing’s organ concerts on the grand instrument at the California Theater were always popular, although sometimes she played at the Chapel of the Chimes, which wasn’t exactly a venue where one expected to hear peppy dance tunes.

They broadcast SRHS and Petaluma High football games live from the 50 yard line; Sunday morning church services; KSRO was there for the opening of Rosenberg’s Department Store (now Barnes & Noble). They took the equipment to Healdsburg to cover their Veterans Day celebration: “If the weather is nice you will get a word by word picture of the parade, bands and all. If it rains you will probably get a drop by drop sound of a rainstorm in the Redwood Empire.”

Most of all, they broadcast live every weekday at 12:45 from the Exchange Bank corner downtown. The “Man on the Street” show was easily KSRO’s most popular program of 1937. The very first question asked: “Do you think Santa Rosa should have stop lights at downtown intersections?”

The Press Democrat did a cross promotion with KSRO where a newspaper photographer would take a picture of someone during a "Man on the Street" interview. If your face was circled in the photo printed the next day you won a prize (in this case, a turkey) by identifying yourself. Press Democrat, Dec. 15 1937
The Press Democrat did a cross promotion with KSRO where a newspaper photographer would take a picture of someone during a “Man on the Street” interview. If your face was circled in the photo printed the next day you won a prize (in this case, a turkey) by identifying yourself. Press Democrat, Dec. 15 1937

KSRO wasn’t the first radio station in Santa Rosa, however. Years before – as the radio era was just beginning – there was KFNV, broadcasting with a mighty five watts from March 1924 to October 1925, off on Sundays.

Lennard Drake – yes, that’s the spelling – and his wife Aimee, who ran the Drake Battery and Radio Shop downtown, convinced the publisher of the Republican (not yet owned by Finley) to provide space for an equipment room at the newspaper’s office on Fifth street. They put it together with the aid of local radio entusiasts and using gear unapproved by the government.

Programming at KFNV was mainly phonograph records, a player piano and anyone who drifted in to talk. Their only regularly scheduled program was the “Sunset Matinee,” a 6:30PM children’s program of bedtime stories by “dear oid Uncle Silas.” The Republican radio columnist noted Silas was the father of two and “I know for I have had the pleasure of seeing them” – which is such an odd thing to write that it makes one wonder if there were whispers about the doings over at La Casa Silas.

kfnvIn 1937 Lennard was interviewed by the PD and said the station folded because of lack of sponsorship. “Radio was [considered] just a child’s toy, a fancy of the moment.” Aimee added, “no one, of course, in those days foresaw commercial sponsors.” Apparently the only advertisers were the Drake radio store and the Republican. (By 1937 the Drakes had dropped the radio business and were now selling electrical supplies, including fixtures and wiring for KSRO.)

A dozen years passed between the end of KFNV and birth of KSRO and in that time radio had become an essential part of daily life. By 1937 there were 28,000 households from San Rafael to Ukiah where the radio was on 3-4 hours during the day – all listening to commercials for stores in San Francisco, Oakland or Sacramento.

Not having a local station was also a big reminder that the North Bay wasn’t a full-fledged member of the Bay Area. Promoters and developers in Marin and Sonoma counties had pushed through construction of the Golden Gate Bridge primarily to draw tourists and increase property values; when it opened just a few months before KSRO went on the air, Finley spoke of the “untold advantages and development for Santa Rosa” the bridge would bring.

Likewise KSRO wouldn’t be intended only for locals seeking department store sales on tea towels. For those tuning in from the fringes of its reception area, it also would serve as an advertisement for Sonoma county itself – that this was a great place if you were thinking of buying a little chicken farm or looking to escape the city. The homey vibe of shows like “Time for Tea” were a panacea to the slick productions cranked out by the networks and big urban stations.

But Finley et. al. weren’t alone in viewing the region as an untapped market; when the Press Democrat Publishing Company filed for a broadcasting permit from the Federal Communications Commission in early 1935, there was already someone ahead of them in line.

Two men from Berkeley, Arthur Westland and Jules Cohn, had applied for a 100 watt station to cover Santa Rosa alone. They were pioneers in the radio biz and operated KRE in Berkeley, a station which dated back to 1922.

In February of 1935 the Santa Rosa Chamber of Commerce – always in lockstep with Finley and the PD – sent the FCC a telegram asking them to deny the Berkeley application because Westland had falsely told the Commission “there was no opposition to the proposal.” Two months later an FCC examiner recommended denying Westland and Cohn. The reasons, according to the PD, were that it was “not shown there was a substantial need for additional broadcast service in that area” and that any station was unlikely to be a viable business because there just wasn’t enough interest.

Yet that same April there was a formal hearing on Finley’s application. Presumably he and others attended that meeting in Washington, but it wasn’t mentioned in either newspaper at the time. Final arguments for the permit were made in October 1936, and a month later the FCC denied the Berkeley-ites and granted the license to Finley.

ksroasbestosBoth of Finley’s newspapers covered the 1937 build-out of KSRO obsessively. Readers saw photos of the antenna going up in the Laguna – it was at the corner of modern-day Finley and Leddy avenues – and the transmission “shack” built at its base (it remained there even after the antenna was moved close to Stony Point Road, but burned up in a 1968 fire caused by homeless squatters).

The papers also admiringly described the remodeling done to turn the second floor of the Press Democrat office into broadcast studios (alas, no photos). Since the rooms had to be soundproof there were no windows; there was a gee-whiz astonishment that they were to be air conditioned full time.

They hoped to be running by August 15 so they could broadcast remote from the county fair, but obstacles arose which were not explained. But a month later there was that ceremony where 750 people packed into the high school auditorium.

KSRO was now on the air.

Guerneville during the 1937 flood. Photo courtesy Sonoma County Library
Guerneville during the 1937 flood. Photo courtesy Sonoma County Library

The station may have continued down its uneventful path for years, slowly building an audience as it kept improving local programming. But before it was even three months old its coming of age moment arrived: People’s lives became dependent upon listening to KSRO.

In December 10-11, all of Northern California was saturated by ultra-massive rains. The PD called it “worst storm in all history” and “the greatest havoc ever wreaked in Sonoma County.” Unfortunately, we can’t compare it to other disasters because Russian River flood records are inexact before 1940 – but old-timers insisted it was the worst in 60-70 years. It was the damage caused by this flood that would eventually lead to the construction of the Warm Springs Dam.

Parts of Healdsburg were under ten feet of water and the deck of its railroad (Memorial) bridge was covered. Goats and calves were herded into a church near the town – and then had to be moved again a couple of hours later when the water reached the church. A two story house from Rio Nido was hurled against the Guerneville Bridge. Before the water reached the switchboard, operators at the Monte Rio telephone exchange were wearing hip boots and standing in 40 inches of water.

The Russian River kept rising, first three inches an hour, then four. Five. Electricity was out everywhere and phone service was spotty. Hundreds of families, hungry and cold, were huddled in upstairs bedrooms, in attics, on their roof and nobody knew how bad it would get or what to do – unless you had a battery-powered radio tuned to KSRO.

News bulletins from the station warned listeners to conserve drinking water because well pumps wouldn’t be working for days. There were phone interviews with mayors or other officials in many of the hard-hit towns, updating citizens on the latest conditions. There were road reports from AAA. In Geyserville, the director of relief work announced on KSRO that anyone needing help should fly a white flag from the top of their house. Soon a dozen or more flags were spotted by volunteers with binoculars watching from high ground and they directed rescue boats where to go.

ksro19380806Amazingly, no one died locally during the disaster – and KSRO surely must deserve some measure of credit for that.

(RIGHT: KSRO schedule for August 6, 1938; local programming highlighted. Capitalized shows were sponsored)

In the months that followed the local radio columnists mentioned the growing amount of fan mail being received by “KSRO personalities.” Live programming was now about half the schedule. Added to the schedule were popular new shows such as “KSROlling Along,” the “Italian Program With Guiseppe Comelli,” and the “X-Bar-B Cowhands.” The country-western band was a bit of a coup for the station as they already had a following, having been heard on a San Francisco station for six years before the group moved to the Russian River area.

Finally KSRO gained permission for evening broadcasts and as of August 1, 1938 it was now on the air up to 11 o’clock, midnight on weekends. As before, there was a dedication ceremony (this one featuring 21 year-old Miss Ruth Finley, “concert pianist”) and a short speech by Ernest Finley. He said, in part:

In inaugurating Station KSRO, we were pleased to call it the ‘Voice of the Redwood Empire.’ We feel that it has been just that. Every effort has been made to bring the various communities of the Redwood Empire closer together. Our survey shows that Station KSRO has a listening audience of 150,000 persons. This does not take into account Oakland, Berkeley, Richmond, San Francisco or any of the cities about the bay, in many of which reception is fully as good as it is here.

In some ways that moment was as significant as the opening of the Golden Gate Bridge for Sonoma county. KSRO had brought all of us closer together via its news coverage during the flood. And although Finley was thinking of the promotional value of the station luring Bay Area residents, it also meant we could take part of our community with us when we went away.

As your car crossed the beautiful bridge and the northern counties slipped from sight behind the city hills, the signal might become crackly and drift in and out – but it would always be a steady beacon which would later guide you home.

"Night Time Now KSRO Time" Press Democrat, July 31, 1938
“Night Time Now KSRO Time” Press Democrat, July 31, 1938
KSRO Orchestra. Santa Rosa Republican, September 18, 1937
KSRO Orchestra. Santa Rosa Republican, September 18, 1937
"KSRO Greets You". Santa Rosa Republican, September 18, 1937
“KSRO Greets You”. Santa Rosa Republican, September 18, 1937

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1936grandstand

THE LOST HISTORY OF THE SONOMA COUNTY FAIR

Come August it’s Sonoma County Fair time in Santa Rosa; you can set your calendar by it. Even if you don’t attend the Fair anymore it’s one of those milestones that stubbornly refuse to be ignored, like Thanksgiving in November and Christmas in December. One morning the checkout line at the Cash & Carry was taking forever because the people ahead of me were mostly paying with crumpled one dollar bills. Then I noticed what was on their warehouse push carts: The cheapest cooking oil, bags of sugar heavier than a five year-old child, gallons of colorful fruit syrups. Ding! August. County Fair.

But it wasn’t always in August, or in Santa Rosa, and the fairgrounds has a very spotty history of even being a fairgrounds. Nor was there something every year which could be called the Sonoma County Fair; draw a timeline between 1883 and today and randomly pick a year – about a third of the time you’ll come up fairless.

This is a history of how the “Sonoma County Fair” evolved, but just like every evolutionary tree there was no clear, inevitable path from when it took root to where it is now; what we have today is just one branch that won out among several of its kin that didn’t happen to do as well. Some were organized by locals who created an association or society for that purpose; some were an official event of the state’s agricultural district for the North Bay. But even whether the fair was independent vs. government-sponsored doesn’t fully explain how things developed – at different times, what became the “Sonoma County Fair” has been both. The district fairs were mostly exhibits to promote local livestock and produce; the private fairs usually featured professional/semi-professional horse racing. And again, the “Sonoma County Fair” embraced both.

Rightfully Petaluma’s Sonoma-Marin Fair should probably have the County Fair monicker, as it has a longer record (starting in 1867) and has been held most consistently. Even older was the San Pablo Bay District Fair, which began in 1859. It was held in both the town of Sonoma and Vallejo and morphed into what was called the first “county fair” in the newspapers – the fascinating “Sonoma-Napa Mechanical Fair,” which drew Victorian nerds from all over the state (lots of wine drinking, too). That one will get an article here of its own, someday.

But while those other towns were earnestly trying to establish and maintain their annual festivals, in Santa Rosa there was tepid interest in fair-making, and what did exist proceeded in fits and starts for decades. What the City of Roses really wanted was to become the City of Races.

Whenever a town in the Old West rose out of the dust to become something better than just another stagecoach stop, it seemed there was always one guy who did ten times more than anyone else. In Santa Rosa, that was James P. Clark.

Clark arrived here with his brother in 1852, the year before the town was born. Over the next three decades he would be a founding member of the volunteer fire department, sheriff and mayor. As the latter he cast the tie-breaking vote to establish a public library here, the 1884 City Council being split between those who thought libraries were a waste of tax money or not. (Oh, Santa Rosa…) He bought Julio Carrillo’s “stall and buggy shed” and turned it into the Fashion Livery Stable, which became the hub for anything related to horse travel – an operation so big it took up the entire city block where the Roxy movie theater complex is today. He also bought from Julio the first house that was ever built in town, plus another 180 acres which he subdivided into (what would become much of) the West End Neighborhood and Railroad Square.

James Preston Clark (1820-1886) Image courtesy Sonoma County Museum
James Preston Clark (1820-1886) Image courtesy Sonoma County Museum

But what interests us here most about J.P. Clark is his interest in building racetracks and founding fairs.

In 1860 a group of local men formed a jockey club – which is to say, they agreed to pay dues of $25/year to construct a racetrack and organize several days of races. Clark built the track near the future Railroad Square depot location (no trains here yet in 1860, remember). Gamblers and horse breeders from all over the Bay Area came to that race, which was a big deal; $1900 in prizes were awarded – about $83k in today’s dollars.

Meanwhile, another group – the Sonoma County Agricultural and Mechanical Society (no connection to that Sonoma-Napa fair) – was starting to organize something like a proper fair for Sonoma county, with livestock exhibits plus a pavilion where locals could show off handiworks and things they grew. The first was held in Healdsburg in 1859, Petaluma the next year which was followed by Santa Rosa, where the fair included the second jockey club event. That 1861 fair was the marred by violence, due to the gamblers who came here for the races. The paper reported there was “but little drunkenness, comparatively, but whiskey has been the cause of several fights; among them one in which a deadly weapon was used.” A local man was shot in the leg outside the fairgrounds and “a fight occurred at the race track on Tuesday. One of the combatants was badly whipped.”

That violence may have been why interest wained in sponsoring big races here, as the jockey club disbanded and the racetrack was plowed under. No matter, really; there were similar clubs popping up frequently in those years and there were always private tracks where horse lovers could watch the racers train or compete in ad hoc meets. A few years later Clark built a half-mile track at his own ranch, which was close to our modern Costco shopping center.

1867southernfundThe unofficial title of Sonoma County Fair passed between the Agricultural District fairs after the Civil War, switching from Sonoma-Napa to Sonoma-Marin. The Sonoma county fairs were held in Petaluma for years thereafter, although Santa Rosa tried to hijack the name in 1867 for a fundraiser for the “Southern Relief Fund” – in other words, collecting money to send to the former Confederate states. (Everyone together, now: Oh, Santa Rosa…)

There were very few Santa Rosa faces to be seen at the Petaluma county fair meetings, but James P. Clark was Fair Marshal several times during the following dozen years. I can’t determine exactly what that position meant at the time but it was listed directly after president of the society, so apparently it was an important hands-on job and not ceremonial.

Our present Santa Rosa fairgrounds has roots that go back to 1878, when members of the racing crowd formed the “Sonoma County Agricultural Park Association” to buy the original 80-something acres (every account differs as to the exact size). And there was Clark again, not only as treasurer – and later president – of the group but also building the mile track. They began hosting races the following year.

There’s quite an extensive description of the place from 1881 (transcribed below) when JP Clark led a tour. The original grandstand was nothing like we imagine today; it was basically a large 3 bedroom house with dining room, living room, two fireplaces plus a bar room. Upstairs there was seating for 300, but it’s unclear whether this was cantilevered like a typical grandstand; it might have been a big open-air gallery, as the reporter also mentions a deep veranda on the ground floor.

Santa Rosa (or at least, the Democrat newspaper) again claimed the County Fair title in 1883, but it was formally the “first annual exhibit of the Sonoma County Agricultural Park Association.” The title really didn’t matter at that point, I suppose, as the fair in Petaluma continued as always, held a week earlier. Newly built at Santa Rosa that year was a big pavilion for a “pumpkin and turnip show,” as such produce and handiwork exhibitions were nicknamed.

Here I must confess to Gentle Reader that I suffer an OCD weakness to completely read every list of entries from those exhibitions; I am equally fascinated by discovering long lost 19th century arts and crafts along with my amazement at some of the absurd stuff people wanted to show off. Among the offerings at that 1883 fair were Mrs. R. McGeorge’s wax dowers (fake pearls or flowers molded out of sealing wax); corn on a stalk from William Moss; Frank White’s mangel wortzels (sic: mangelwurzel, an inedible beet); and from E. W. Davis, brooms. How I could go on…

Even the Petaluma papers tacitly conceded that Santa Rosa’s doings were now the “Sonoma County Fair,” so peg 1883 as the birth year for the Sonoma County Fairgrounds – although it wouldn’t be that for very long.

The latter part of the 1880s were boom years in Santa Rosa, the town propelled forward by easy money and a frenzy of construction. James P. Clark’s racetrack was now called the fastest in the state and the Association joined the northern racing circuit, which meant that almost all of the horses running at the track were from out of the area, and maybe out of the state; gone was any pretense that it was still a county-centric event. Part of the scene was also the opening of “Kroncke’s Park” in 1886, giving Santa Rosa its first real park – albeit one that charged admission. The park often had novelty events on weekends and underwrote fares on excursion trains from San Francisco, which brought up daytripping city folk as well as hoodlums wanting to get drunk and brawl. It’s likely no coincidence that the worst violence seemed to come when an excursion coincided with race week at the fair, as it did in 1887.

It was around this time that Santa Rosa’s history took a dark turn. The professional horse races brought in professional gamblers and the town came to welcome them by throwing out state and city betting laws. By the time this was exposed in 1905, Santa Rosa was a corrupt “wide-open town” where police tolerated criminal activity. Even though local children were found gambling at roulette wheels and crap tables in the backrooms of downtown saloons and hotels, this illegal gambling was condoned, even encouraged, by the City Council – as well as by the Press Democrat. For more, see the “WIDE-OPEN TOWN” series.

1899raceThe racetrack and fairgrounds were privately owned for most of that time, the Association having sold it in 1890 to Ira Pierce, a wealthy San Francisco horseman. Locals bemoaned this meant the end of horse racing in Santa Rosa, as Pierce was mainly interested in using it for training his own stable of horses at first. After several years he began hosting annual Breeders’ Association races around the turn of the century (1898, 1899, 1901, 1904, 1905, 1907 and 1908, if anyone cares, with races at the District Fair filling in the gap years 1900 and 1903).

He formally renamed it the Santa Rosa Stock Farm in 1900. That year the Sonoma-Marin Fair – which had not held since 1896 – was revived and hosted in Santa Rosa, but not at the fairgrounds. Pierce allowed his track to be used for races that one year, but the exhibitions were at Ridgway Hall on Third Street and the livestock were shown at the Fifth street stockyard. The fair repeated in 1901 and 1902 but without the races, and now it was called a “big street fair.” Fourth street was spanned by a canvas tent for free concerts and vaudeville shows.

Pierce and his brother sold the (old) race track (and stock farm) (at Agricultural Park) – among the name variations used by the Press Democrat – in 1911, and the next year it was owned by two local men: C. C. Donovan and his brother, Ney. Their first plan was to subdivide it for homes; it hadn’t been a fairgrounds for nearly a quarter century at that point.

That could have been the final end of this evolutionary branch, but the Donovans had incentives to restore it as a racetrack and fairgrounds. There was $1800 being held by the District Agricultural Fair Association ever since the last one, and the legislature approved even larger appropriations to promote District fairs with Sonoma county getting $4k of that money. So once again Santa Rosa hosted the Sonoma-Marin District Fair in 1913.

This was the first Sonoma County Fair that would seem familiar to today’s fairgoers. From the Press Democrat:


The pavilion in which the great agricultural and horticultural display will be made will be brilliantly lighted, as will the other exhibit stands and places and grounds. There will be something to entertain the crowd all the time. Hoffman of Sacramento will have some good attractions for the “Midway Plaisance.” Spectacular features will be pulled off each night, and two nights of the week an added attraction will be a grand display of fireworks. The electrical effects on the grounds and at the entrance arch are to be something very fine.

This would have been one of the great fairs to attend in a Wayback Machine. Both Jack London and Luther Burbank were on hand (showing cattle and “famed creations,” respectively). The centerpiece of the pavilion was an illuminated globe covered with dried apples and prunes, for some reason. The exhibits included Pomo basketry collections, A. C. Hessell’s corn on stalk, Mrs. G. R. Unzelman’s jabots, Mrs. Hawley’s crochet tidy, and Mrs. Edith M. Davis’ angora and persian cats. There was a “Better Baby” contest. (“There will be no prizes for mere prettiness. The babies will be judged by scientific methods. Not only will they be judged but an endeavor will be made from year to year to raise the standard of babies.”) On closing night there was a “Mardi Gras” on the Midway.

That incarnation of the County Fair lasted until 1916. It was revived with great enthusiasm in 1920; the fairgrounds received a major facelift and they even built a new grandstand which could hold 2,000. That year proved to be ill-fated. On Saturday a stunt pilot crashed his plane and died in front of the audience; on Sunday two race car drivers were killed along with a 7 year-old boy watching outside the fence. And just prior to that Sunday accident a man working at a concession stand noticed flames were licking up one of the support posts of the grandstand, a fire presumably started by a cigarette dropped in the sawdust under the newly-built stands. Quick work by him and a Deputy Sheriff put out the fire with none of the audience the wiser. “Had it become known among the crowd that an incipient fire was burning under the stand it is considered almost certain that there would have been a panic,” commented the Press Democrat.

Those incidents may have contributed to moving the fair to the Cotati Speedway in 1921, followed by two years back in Petaluma as the Sonoma-Marin Fair (featuring Egg Day!) but after that there were no more fairs here by any name for more than a decade. In 1931 the grandstand in Santa Rosa was razed again and a golf course constructed in the middle of the race track. The property was primarily used by a riding club, for horse boarding, and rented by visiting circuses.

And finally came 1936, the year that the Sonoma County Fair & Exposition, Inc. considers Year One, ignoring everything that had happened up to then.

Reviving the fair was a team effort of the Chamber of Commerce and all the other booster groups, with leadership from Joseph T. Grace and Ernest Finley, the PD’s editor-publisher. Finley made it clear in an editorial that there would be no more of this “Agricultural District Fair” crap – this was to be branded as the Sonoma County Fair, by god, and it was gonna make Santa Rosa a force that would command R.E.S.P.E.C.T. His obit said Finley regarded this as his finest achievement along with the campaign for the Golden Gate Bridge.

That fair was unabashedly an excuse for horse racing; there was surprisingly little else to see or do, although there was – significantly – a floral show, where Mrs. H. J. Holtorf of Graton took home an astonishing number of ribbons. Some local bands played concerts (see photo at top, courtesy Sonoma County Library) and there was a talent contest that stretched over several days, the big winner being Vera Potapoff for her dead-on impersonation of Popeye.

How things have changed since then; the races have increasingly taken a back seat to all other entertainments at the Sonoma County Fair in the decades since, and as the Press Democrat recently noted, interest in horse racing has particularly declined sharply over the last decade, and betting along with it.

But there’s still one year back then worth revisiting: 1945. When the gates opened on September 22 to the “Victory Fair,” the air must have been electric with excitement. The fair went on hiatus in 1943, when the fairgrounds were used as Regimental headquarters for the Ohio National Guard 107th Cavalry, which patrolled the North Coast that year. There was no fair in 1944 either, but come September 1945, the war had ended just weeks before; returning soldiers and sailors by the thousands were stepping off ships and airplanes nearly every day in San Francisco. Over 10,000 were jammed into the fairgrounds on the afternoon of that first day and over 11k the next, both remarkable because Santa Rosa’s population was about 15,000. The Press Democrat offered a picture of the grandstand looking down from the high back wall: “Like Sardines,” was the photo caption. “City Overflows With Visitors,” was another headline.

Alas, the PD chose to focus almost entirely on the races – which horse had the best odds, was scratched from the racecard, won the biggest purse. Stuff that no one cared about even a day later. What a lost opportunity; that was surely the happiest Sonoma County Fair in its history, and an unforgettable moment in the lives of everyone there. How rare it is that we can point to a spot on the calendar and say, yeah, that really was the best of times.

Press Democrat, September 22 1945
Press Democrat, September 22 1945

 

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Jockey Club. — All persons who are interested in, or lovers of, Fine stock are requested to meet at the Court House in Santa Rosa, on Wednesday, Feb. 22d, at 2 o’clock, p. m., for the purpose of forming a Jockey Club.

 

Mr. Clark, of the Union stable, is preparing an excellent track, and putting up the necessary buildings to accommodate trainers and their stock, which he will have in readiness by the time the sporting season comes on.

– Sonoma Democrat, February 9 1860

 

A VISIT TO THE RACE TRACK. — We had the pleasure a few days since of a visit to the Santa Rosa Race Course, where the Fall races of the Sonoma County Jockey Club are announced to take place in September. The track is a new one just being made by Mr. Clark, of this place. The location is excellent and the grounds good, and the proprietor has displayed both good taste and judgement in the selection. Mr. Clark has erected twelve excellent stalls and is progressing rapidly with the other work in and about the course, and by the time the races come off everything will be in excellent condition….

– Sonoma Democrat, July 19 1860

 

CROWDED BUT LIVELY. — Since the Fair commenced, Santa Rosa has been crowded, and presents a lively appearance. The gambling fraternity, as was expected, are largely represented. We have noticed but little drunkenness, comparatively, but whiskey has been the cause of several fights; among them one in which a deadly weapon was used. On Wednesday evening a difficulty occurred in a gambling house between several persons. Harry Howe interfered on behalf of a friend in settling the affair, and after, as Howe supposed, the matter had been arranged, and he was walking down Main street, he was fired upon with a pistol, it is thought in the hands of the person with whom his friend had been quarreling. The ball entered the calf of his left leg. The wounded man was attended by Dr. Green of Napa, who extracted the ball from the instep of the foot. Howe was at last accounts, “doing as well as could be expected.” A fight occurred at the race track on Tuesday. One of the combatants was badly whipped.

– Sonoma Democrat, September 26 1861

 

RACE TRACK.—The race track which we spoke of as being under headway a short time since, on James P. Clark’s ranch, about a mile and a half from town, is now finished and in good condition for training purposes. The track is a circle one, half mile in length, and the soil of such a nature that there is no danger of injuring the feet of horses. A number of gentlemen are training their horses at the new track, and it is rumored that in about two weeks the first races will come off. We hope this may prove a success, as it will encourage the raising of fine stock in the county.

– Sonoma Democrat, May 29 1869

 

THE CLARK ADDITION.—This property, belonging to James P. Clark, Esq., consists of some forty acres of as rich land as can be found in the county. It is close by the depot, and has been surveyed and laid off in town lots, the dimensions of which are 40×100. In a short time all will be disposed of, as we understand they are to be offered for sale at a very liberal figure.

– Sonoma Democrat, November 19 1870

 

Race Course and Fair Grounds. —A movement is on foot to establish a race course and fair grounds near this city. The location spoken of is on the lands of Mrs. Hendley, three-fourths of a mile south east of the plaza. The track will be one mile in length, and nearly elliptical in form. A diagram of the grounds and proposed location of the buildings and stands has been made by Captain J. T, Kingsbury.

– Sonoma Democrat, August 11 1877

 

The Agricultural Park.

The talk that has been indulged in for so long by our citizens relative to the construction of an Agricultural Park, has at length culminated in the purchase of a tract of about ninety acres from Mrs. Headley for that purpose. The land was surveyed on Saturday and the bargain closed.

That such an enterprise will be of incalculable benefit is a self-evident proposition, and now that the movement seems to be fairly inaugurated, we hope it will be carried on successfully and to the satisfaction of all.

The probable expense of getting the matter under way, and of fitting up the grounds, can hardly be estimated. A mile track is to graded, leveled and fenced; the entire grounds must be enclosed; a number of sheds for the stabling of stock and storing of feed must be provided; and last and greatest expense of all, a pavilion must be erected.

The means taken to raise the money for the purchase of the land, was by circulating the following petition: We, the undersigned, hereby agree to pay, in gold coin, the respective amounts set opposite our names for the purpose of raising $7,000 tor the purchase of 95 acres of land of Mrs. Hendley, to build and erect an agricultural park. Said land being situated on the south side of the Bennett Valley road, one-fourth mile east of the Petaluma road, and being distant from the Court House three-fourths of a mile. The following fourteen Gentlemen and firms have subscribed $500 each…

No plan for the erection of the buildings and completing the other improvements has been matured. The gentlemen above mentioned will doubtless hold a meeting soon to inaugurate some system, and then let their plans be submitted to our citizens.

We feel assured that the institution will be a success, and we hope that our citizens will aid in the advancement of the enterprise, and hope that the “Sonoma County Agricultural Society” will be one of our best and most promising County institutions.

– Sonoma Democrat, December 7 1878

 

THE FIRST RACES.

The first races over on Sonoma County Agricultural Park Association’s track were held on Thursday, in spite of the short notice and in consequence the meager amount of advertising the races were well attended. The arrangements were not perfected until late late week, and the whole affair may be considered impromptu and by no means the formal opening of the track. The track is still heavy not having had the benefit of a winter’s rain, but is other* wise in excellent condition. ..

– Sonoma Democrat, October 11 1879

 

Agricultural Park Association.

Prominent among the important enterprises which have been started in Santa Rosa, the Sonoma County Agricultural Park Association deserves mention as being one much conducive to business interests and the welfare of our city generally. It was incorporated on January 11th, 1879, the charter members being… During the month of January, 1879, 60 acres of land south-east of Santa Rosa, and lying partly within the city limits, were purchased for $6,000, and work immediately commenced on the construction of a race track and for the beautifying of the grounds. The present stockholders are… The officers are: President, James P. Clark: Treasurer, Geo. P. Noonan; Secretary, Chas. Hoffer…

Last Wednesday, through the kindness of Mr. J. P. Clark, behind Lake and Black Jimmy, a spanking team, we had the pleasure of a drive over the track and grounds of the Association. Leading from the Petaluma road eastward, a short stretch up Bennett Avenue brought us to a drive, having on each side a row of poplars and at the end of which is the main entrance to the grounds. The track, which is one mile in length, and the soil of which consists of loam and sand has been so thoroughly worked that it has remained in good condition, notwithstanding the late very severe storm, is said by experts to be the best in the State, Among the many whose opinions are worthy of note are… all of whom concur in proclaiming that it is unequaled anywhere and is all that could be desired by the most exacting horseman….The grand stand which is a model of architecture, was completed yesterday by our well known builder. Hank C. Paul, at a cost of $2,500. It is situated on the east side of and 50 feet from the track and covers a space of 36×60 feet. It consists of two stories, having an elevation of 28 feet. In the upper portion of the building are comfortable seats for 300 spectators and from which an excellent view of all points of the track may be had. In the lower story on entering the main hall, which is six feet wide, the first room on the right is the sitting room 12½x14 feet; then there are three bedrooms, each of which is 12 feet square; on the left a dining-room 12½x26, a kitchen 12½x14, and a bar-room 12×21 feet go to make up the complement. Besides these there are wide halls throughout the building. The ceilings and walls, the former of which are 10 feet high in the clear, are constructed of grooved lumber. Two fireplaces lend to the comfort of guests and a porch 18×60 feet serves to protect spectators from any inclemencies of the weather. The whole, painted white, surmounted by a flag-staff 32 feet high, and so thoroughly constructed as it is, is one of the most beautiful and substantial buildings in our city and an honor to the contractor, Mr. Paul. There are about the grounds large numbers of trees—ash. maple, poplar, locust and evergreens in abundance, which as yet have not attained a full growth, but which in time will make the whole a handsome picture. Mr. Clark informs us that it is the intention of the Association to plant 2,500 Monterey cypress trees about one foot a part from the first quarter pole to opposite the third quarter pole, and around the fence of the entire grounds an evergreen hedge. North-east of the track there are fifty stables of an improved pattern, having every convenience for attending to the racer in a proper manner. There are two large tanks used as reservoirs for supplying water for sprinkling. A handsome building for the judges has been erected opposite the grand stand and from which an excellent view of the track can be obtained. The drainage system, now very good, is to be improved, and here we might also remark that the City Council propose widening to 60 feet Bennett Avenue, which leads to the grounds…

– Sonoma Democrat, March 5 1881

 

Sonoma County Agricultural Course.

As early as 1860 the citizens of Santa Rosa wore impressed with the idea that a race course would be an advantageous adjunct to the permanent improvement of the town, as well as the improvement of stock in the country around. Accordingly in the Fall of that year through the liberality of James P. Clark, who owned the land about where the depot now stands, and a few enterprising citizens, a course was built and a set of purses given to be contended for, to which contest the neighboring counties of Sonoma, Napa and Marin were invited. During that year, Orphan Bay, owned by Dr. Williams of Mendocino, Dashaway, owned by Achillis Grigsby of Napa, and several running celebrities put in an appearance. The track was kept up until the next year, 1861, when the second Agricultural Fair was held, when it was used as the Fair track and several very creditable races were run. The track was only of a temporary character, not fenced, nor graded, and the public spirit of the citizens not proving adequate to the expense of keeping up a good track, it was allowed to go into decline and was plowed up and turned into a grain field. Afterward it was laid off into lots and now forms a beautiful portion of the incorporated city of Santa Rosa. Scarcely a year has passed since that time, that the subject of the importance of a good race course has not been broached by some of our citizens, until in 1878, a few individuals formed themselves into a joint stock company and inaugurated an enterprise which has culminated in the establishment of one of the finest running and trotting courses in the United States. It is known as the Sonoma County Agricultural Park, is situated about one mile south of the Court House, is equal to and not surpassed by any course in the State. The Association have made arrangements for a meeting in August next, for two and three-year-olds owned in the District, composed of Sonoma, Napa, Solano and Marin, in each of which there are already nine entries. A visit to the Park on Sunday last, took us somewhat by surprise, not only at the conveniences of the track but the number that have taken advantage of them for the purpose of training. We found there the following: In the stable in charge of Guadeloupe Carrillo, a beautiful blood bay, five years old by Bayswater, owned by John Merritt…

– Sonoma Democrat, May 21 1881

 

Our Exhibition.

Frank H. Swett, Superintendent of the pavilion informs us that applications for space are coming in thick and fast, each day, and every arrival of the mail brings new ones. Sufficient applications have already been made to assure the success of the pavilion exhibition. We learn incidentally that Mrs. C. E. Pope is engaged in making a handsome satin and silk bedspread which will be placed on exhibition, and our Artist M. Schramm is prepared to cover over 200 square feet with an exhibition of oil paintings, crayons, etchings and every variety of photographic art. The entries to the races are filling rapidly and will be ready for publication in a few days. Mr. Laughlin Superintendent of the stock exhibition thinks there is not enough stalls to accommodate those desirous of exhibiting. We have already mentioned the fact that Sylvester Scott will place some of his pure bred stock on exhibition, and Wm. Bihler has sent up for space of nine stalls. Many others are coming in. Mr. Laughlin says that Uncle Jerry Beam is keeping a register of persons applying for space in the stock yards, for the convenience of all, as he resides in Santa Rosa and can be readily found at any time.

– Sonoma Democrat, August 11 1883

 

THE SONOMA COUNTY FAIR.
The Opening — Prospects of a Successful Fair — Large Number of Exhibits — Banquet in the Evening.

FIRST DAY.

Santa Rosa, August 16th. – The morning of the first day of Fair week dawned deliciously cool and refreshing. The remnants of the heavy fog of the night previous lingered till long after breakfast hour. Nature seemed to smile in her happiest mood as if to sanction the efforts being made at our beautiful fair grounds for the propagation of the industry of our county. Early in the forenoon the carriages and vehicles of all descriptions began wending their way out to the grounds. As we approach the large enclosure the eye is struck with the beauty of the surroundings as viewed from the avenue. In the foreground is the large line of stalls with their coat of white, almost blinding to the eye. As we near the entrance the soft, mellow lowing of the kine, reminding one of the old-fashioned barnyard they love so well to recall. Further on a glimpse of the track is seen now and then, dotted here and there with the flyers destined to afford the visitors so much pleasure in the days to follow. Then there is the pavilion and grandstand looming up high above the surrounding tents and booths. As we near the gate the whole panorama-like scene, alive with busy life, bursts upon the view. At the gate the familiar face of “Gee Whack” meets our gaze, dispelling all sentimental thoughts occasioned by the lovely morning. But, stop! No entrance fee is charged this morning. “Has the enchanting morning rendered the Directors generous?” No, it’s the first day, and things have not settled down to their natural groove — business has not begun. Once inside, one begins to question within himself, which way first. The horses are being exercised, and the question is soon answered, as we find ourself gradually approaching the spectators that are congregated near the grand stand watching the noble animals as they whirl by, and on around the course. The familiar names of the noted trotters are called out as each favorite passes and is followed with glowing eye, until followed by another, and another. Even the horses seem to feel the magical influence of the perfect morning. Their nostrils dilate as they quaff deep draughts of the pure air, direct from the heavens. After watching the course and its occupants for some time we wander on and enter the pavilion. The exhibitors have just begun to arrange their goods, and one is not able to chain his attention to any one thing, so great is the hurry and bustle…

– Sonoma Democrat, August 21 1886

 

The Circuit Is Still Open.

The question has been asked whether, if the Agricultural Park is sold, Santa Rosa will be assigned a position in the northern circuit as formerly. One of the Directors of the Association says that it was only by special request that the Santa Rosa track was given a place in the circuit two years ago, and that it will be admitted on the same conditions if Mr. Pierce, the purchaser, carries out his intention of holding annual race meetings, concerning which there seems to be little doubt.

– Daily Democrat, March 22 1890

 

WHAT WILL BE DONE ABOUT IT?

We quote from the Breeder and Sportsman: “An item under the heading of Turf and Track, informs the public that the Directors of the Santa Rosa Association have had their annual meeting and elected new officers for the ensuing year. So far so good, but there is a line or two at the end of the item which calls for comment. ‘The sentiment of the Board is opposed to holding a fair or races this year, unless a disposition different from that of former years is manifested by the people in this part of the country.’ It seems a shame that such a resolution was passed, and yet the Directors were compelled in justice to themselves to let the people of Santa Rosa know that there would be no more racing at that point, unless the citizens are willing to financially assist the gentlemen who usually have to put their hands in their pockets and pay a deficiency each year. During the year 1889, Napa made money, and Petaluma scored a financial success, but Santa Rosa lost. There Santa Rosa people at the Petaluma race track on one certain day, than there were Santa Rosa residents on any day at the track during the late Santa Rosa Meeting. They seem to have lost all interest in their own town and are all looking for the almighty dollar, without giving the requisite support to those who are trying to keep up the sport of the kings at that point. From the present outlook, Santa will be dropped from the circuit and it is nothing more than is due to the Santa Rosans for the lukewarm manner in which they have supported the late Directors in their efforts to secure good sport. What is to he done in the matter?

It is hardly possible that our horsemen, with all the eclat attaching to them through the fame of Anteeo and his progeny, with other promising developments, will allow the well improved Park course to deteriorate back into a grain field, or be cut up into town lots.

The stock of the association consists of 2,500 shares, the par value of which is $10 per share, making a capital of $25,000. The property embraces eighty acres of land, well improved, part of which is within the corporate limits of the city, 300 stalls for horses and cattle, a grand stand with seating capacity for 3,500 people, a commodious pavilion, water tanks and pipes, a growing park of nut and evergreen trees, and a cypress hedge around three-fourths of the track… Here, it seems to us, is an opportunity for some good conductor of a racetrack to make an investment which properly managed,should pay handsomely. Something should be done at once and we hope our local stockbreeders will give the matter serious consideration. If they do not then, Mr. Breeder and Sportsman, it will be in hand for you to send somebody with capital up to look into the matter.

– Sonoma Democrat, January 25 1890

 

THE RACE MEETING.
Highly Probable That the Matter Will Be Carried Through.

Santa Rosa horsemen are much interested in the proposed races to be held here, Frank Burke, one of the most prominent members of the Breeder’s Association, has signified bis intention of seeing what arrangements can be made about securing the track and giving Santa Rosa a first-class race meeting. There is not time enough for the local horsemen to arrange for the meeting, but the Association, being in the business, could handle the muter with more ease and facility.

The track is in good shape, and but little work would be required to place it in prime form.

There is not a question of the feasibility of the proposition. The races heretofore have always been satisfactory from a pecuniary point of view and the receipts from the meeting would leave a comfortable sum over the expenditures.

A large number of our business men would help raise the necessary money. Every one interested in racing speaks of the favorable condition for a race meeting. The failure of Petaluma to bold the annual race meeting leaves a vacancy in the racing circuit that we can easily fill with the assistance of the Breeder’s Association, who, it is believed, will be willing to take the matter in charge.

– Sonoma Democrat, August 3 1895

 

THE TRACK GOSSIP
Fine Horses and Trainers are Arriving Here Daily
Magnificent String of Racing Stock at the Track Ready for the Great Meet

A good many people were out bright and early at the Santa Rosa stock farm track yesterday and found much pleasure in watching the trotters and pacers work, training for the race meet.

A look at the fine animals at the track now from many places in the state, is sufficient to warrant anyone in saying that the race meet which opens here on Saturday afternoon, will be successful from start to finish.

The track gossip among the trainers and drivers already here is that some records will be established at the meet on a fast track, records which will cause the grand stand to open up with applause… There is no question but that next week will be a great occasion for Santa Rosa and Sonoma county.

– Press Democrat, August 17 1898

 

SANTA ROSA RACES
Nearly Two Hundred Horses Already at the Track
The Fastest Trotters and Pacers in the State Will Start at the August Meeting Here

A scene of great activity is to be witnessed at the Santa Rosa race track every morning when the light harness horses are brought out for their regular work preparatory to the races to be given by the Pacific Coast Trotting Horse Breeders Association which will commence on August 14th and continue for one week. More interest is being taken throughout the East in harness racing this year and the meetings on the Grand Circuit there are drawing the largest crowds of people that have attended the races for many years past. With the district fair appropriations restored in California a prosperous racing season is assured fur those interested, and more horses are in training this year than for several seasons past. The prospects are that the meeting at Santa Rosa will show some of the most exciting contests to capture the big purses offered, that have over taken place on this coast…

– Press Democrat, August 2 1899

 

COMING RACES WILL ATTRACT BIG CROWDS

All roads and all trains will lead to Santa Rosa during Fourth of July week, and with the double attraction of a grand celebration on the Fourth and the races to be given by the Pacific Coast Trotting Horse Breeders’ association the county seat of Sonoma county will contain several thousand more people than its regular residents. The California Northwestern railway will run excursions from all points on its line to Santa Rosa on the Fourth of July at half fare. The day will certainly be a gala one and a red-letter event in the history of the county…

– Press Democrat, June 27 1900

 

RACE MEET OPENS
Good Day’s Sport At the Local Track
Auspicious Beginning of the First Annual Meeting of the Santa Rosa Racing Association

Lined up against the infield fence at Pierce Bros.’ track yesterday afternoon were most if not all ot Santa Rosa’s swellest turnouts. The occasion was the opening of the first annual meet of the Santa Rosa Racing Association, and the local admirers of the thoroughbred were out in good force.

The ladies were especially in evidence and the fluttering of ribbons and summer fineries added much to the gaiety of the scene. The day was ideal and the track was fast. Music by Parks’ full orchestra filled in the time between heats and, taken all in all, the occasion was a very auspicious one. The attendance was fully up to the average first day’s turnout and considerable money changed hands, the bookies, it is said, quitting losers.

This is the first time in twelve years that Santa Rosans have had the privilege of witnessing running races at the local track, and the interest taken in the bang-tails showed that the oldtime tendency of the public is still there…

– Press Democrat, August 13 1901

 

SANTA ROSA PROUD
LOU DILLON’S GREAT ACHIEVEMENT CAUSES MUCH ENTHUSIASM HERE
The World’s Record Breaker Was Born, Raised and Trained at the Santa Rosa Stock Farm

When the news was received here Monday and displayed on the Press Democrat bulletin board that Lou Dillon, the Santa Rosa mare, had lowered the world’s record to two minutes at Readville, Mass., enthusiasm ran high among the horsemen and citizens generally, who were greatly pleased at the worldwide reputation the City of Roses had gained in producing the fastest trotter in the world.

Lou Dillon, in her wonderful race on Monday, greatly exceeded what the world of sport expected she would do. During the afternoon and evening men gathered in knots of twos and threes and later in greater numbers, and the mare’s achievement was the one topic of conversation. It seemed like a dream to the horsemen. At first it seemed too good to be true.

– Press Democrat, August 25 1903

 

133 ENTRIES FOR SANTA ROSA RACES
THREE BIG EVENTS EACH DAY WITH AN AVERAGE OF OVER ELEVEN ENTRIES IN EACH

[..]

– Press Democrat, June 12 1904

FINE ENTRANCE TO THE RACE TRACK

A fine entrance to the race track and stock farm where the big district fair will be held is being erected, and when completed it will be most attractive. During fair week it will be a blaze of electric globes. In fact, it is planned to string lights from Fourth street to the entrance of the grounds as a part of the exterior decoration.

– Press Democrat, July 26 1913

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TODAY YOU SAW CAL CAULKINS

Don’t panic, but we’ve been surrounded. Travel around Santa Rosa (and to a lesser extent, Sebastopol) for ten minutes and it’s likely you’ll encounter one or more buildings designed by “Cal” Caulkins, Santa Rosa’s top architect roughly between 1935-1960. Outside of the neighborhoods built by Hugh Codding, no other person did more to define the look of Santa Rosa than Caulkins.

He was also prolific. By going through the Press Democrat archives he can be found named as the architect on over 100 different buildings, and that’s not counting projects that were dropped or reassigned, projects that were simply remodels and, of course, projects that weren’t mentioned in the paper. I found references to 17 Santa Rosa houses and believe the true number is 2-3x more – either that, or there was an army of contractors here during the late 1930s doing Caulkins knockoffs.

The residential buildings he created are not artsy or pretentious – but neither are they boring and repetitious like the Codding houses. But most of his work was not in designing houses; he did about twice as many civic or commercial buildings (including a roller skating rink), a couple of dozen schools and a handful of churches. His masterpiece is probably the Art Deco-style goliath on Fourth street which is now home to Barnes & Noble (more about that later) but everything he designed has merits. A chronological list of all his known work can be found at the end of this article.

The “Caulkins style” is pretty easy to spot once you know what to look for, and I’ve created a mile-long walking tour that will showcase most of the elements seen in his work. But before putting on those hiking shoes, a little background is helpful. There were five main “styles” that he used throughout his career – and as we’ll see on the tour, he often moshed them together:

* SPANISH COLONIAL   Stucco walls sometimes with carved bas-relief details; tile roof; terracotta attic vents; arched entryways; decorative ironwork. Caulkins apparently called this “Early California.”

* ENGLISH-NORMAN   Hybrid style popular in the 1920s-1930s and also called Tudor-French Norman style. Stucco walls with half-timbering often more curvy and elaborate than simple Tudor; casement windows; cross-gabled with a steep hipped roof and the entryway beneath its own gable or part of a tower.

* COLLEGIATE GOTHIC   General 20th century style for brick or stone campus buildings to appear old, per Oxford and Cambridge. See this article on its history. (h/t to John Murphey for the name)

* STREAMLINE MODERNE/PWA MODERNE   Simplified version of Art Deco often intended to mimic 1930s automobile styling; curved edges, glass bricks, casement window pairs on corners, aluminum or even chrome trim. PWA (Public Works Administration) Moderne was another offshoot of Art Deco popular for public buildings in the 1930s-1940s.

* MID-CENTURY MODERN   Single story with maximum window space making walls as transparent as possible; flat roof, sharp angles, multiple exterior entrances preferred to hallways; often intended to look prefab or modular.

Also before we begin, full disclosure: I have a personal dislike (strike that: indifference) for much of his architecture, but my bias is not against his work specifically – I just don’t have a taste for any form of modernist architecture, which had its heyday during the same decades as Caulkins’ career. To me the “moderne” styles are Art Deco without the art, often making me think of bus stations (Caulkins did remodel the Greyhound station here) or Los Angeles’ oppressive downtown civic buildings (my long-running joke has been the style should be renamed, “Sepulveda”). The many elementary schools he designed in the mid-century modern style probably looked outdated by the time the first kindergarten students graduated high school.

At the same time, Caulkins did his best with what the clients of his era demanded. Those schools that appear mired in the ugly 1950s had an innovative baffle roof (invented by Caulkins) to bring in natural light to the side of the classroom farthest away from the big windows. Each of his residences in historic revival styles had its own unique touch in some significant way – unlike the cookie-cutter Codding houses. And while his cottage-type homes were designed for families with middle class budgets, they don’t look cheaply made. Another difference from much of what Codding built. So.

Our walking tour begins at the corner of Tenth and B streets, which might as well be called the intersection of Streamline and Moderne. Here are two of Caulkins’ best examples kitty-corner from each other. Use the Google street view below for orientation (or if you’re not walking, follow the arrows as directed):

Standing from the Google viewpoint, the building closest to the camera is the 1940 Thurlow Professional Building. On the distance on the other side of Tenth street is seen the 1938 Hamlin Medical Building. Note the large overall area of wall space devoted to windows on both, as well as corner windows wherever possible.

The SEIU building at 600 B street shows more of a debt to Art Deco, mainly because of the door and torch lights on either side (although I don’t know if these were original). Ribbons in the concrete steps lead to the entryway with its aluminum canopy, which is repeated on the side. The entrance is in the middle of the building, yet the window layout is asymmetrical.

Walk across the blocked intersection island (uh, why is it there?) to 576 B street. The imposing pilasters give it that heavy PWA Moderne look, although the corrugated metal cladding adds much needed color. Note the caduceus medallion at the top from its old days as a medical building – which is a bit awkward as the offices have been used by lawyers and accountants for as long as I can remember.

Proceed up Tenth street to see the side of the building, again packed with metal frame windows, including every corner. The arrangement of the windows is asymmetrical although edges line up vertically.

Continue up Tenth and turn left at the stop sign, walking to the intersection of College and Mendocino avenues. Cross College ave. at the stoplight and proceed left (west) on College. Turn right (north) at the first street on Glenn, and then two short blocks to Benton street.

There are at least five Caulkins homes in this general neighborhood – and likely more we don’t know about – making it Ground Zero for his residential work. One reason there may be so many is because he lived at 100 Ridgway avenue (now cut off on the other side of the freeway) during the 1930s and early 1940s.

The 1937 Douglas house at the corner of Glenn and Benton streets is a fine example of how adept Caulkins was at tinkering with the popular styles of his day. While all that half timbering and the steep roof screams jolly olde England, one doesn’t notice the other stuff that’s completely discordant. The many dormer windows are extremely large for the house – but since he used shed roofs instead of the usual Tudor gables, they don’t draw much attention. (I’d also argue that without the distracting half timber the house would look top heavy.) And look: Metal frame casement windows on three corners, à la Streamline Moderne.

Continue walking north on Glenn street one block, to the intersection with Denton Court/Denton Way. The cul de sac site was the subject of much controversy in 1949, as Santa Rosa wanted to put the War Memorial Auditorium there – yes, the same hulking building now across from the fairgrounds (and designed by Caulkins). It’s a long story, explored here in “THE VETS WAR MEMORIAL WARS.”

Turn east on Denton Way, walking on the right side of the street. You will pass two more Caulkins houses at #432 and #446, built respectively in 1935 and 1936. Aside from mentions in the Press Democrat, we can ID these as Caulkins houses because of…wait for it…corner window pairs. (The windows at #446 are updated.) The newer house also has a unusual feature also found on the Chamber of Commerce model home he designed about the same time: A tall, swept standing seam canopy draping over a bay window.

At the end of Denton Way is the 1937 house for Acme Beer baron Floyd Trombetta. It is the largest of the Caulkins homes in the area and the one most conforming to a style, here Spanish Colonial Revival – no Streamline Moderne windows this time. He did somewhat break stride by putting the entryway in a tower, per the English-Norman hybrid.

Proceed north on Mendocino avenue. You’ll immediately be in front of St Luke’s, which Caulkins designed in 1945. It is supposed to be “Tudor English Gothic,” but aside from some of the fenestration I wouldn’t have guessed.

Walk north to the stoplight at Ridgway ave. where you should cross Mendocino ave. to the east side. Continue two short blocks to the Crawford Court intersection.

Cal Caulkins 1936 drawing of the Trombley house, 1122 Mendocino ave

 

On the corner is the home Caulkins designed in 1936 for his friends, the Trombleys. “Professor” George Trombley was Santa Rosa’s premier music teacher and founder of the Santa Rosa Symphony in 1929. Although it’s now altered and broken up into apartments, this was a showplace when it was built; the Press Democrat printed his drawing at least twice, along with a lengthy description of how “ultra modern” it was. And yes, there were corner windows.

Cross the street back to the west side using the pedestrian stoplight and continue north until you reach the Santa Rosa Junior College gate. This was designed by Caulkins and dedicated June 15, 1935 in a ceremony including the widow of Luther Burbank. Here would be built a grand college, the arch promised.

In the years that followed, Cal Caulkins designed ALL of the original buildings on the campus. If he had created no other architecture in his life, he should be remembered for that.

His full name was Clarence Adelbert Caulkins Jr., although everyone called him “Cal” – which has caused some to mistakenly assume he was a Calvin. He was born 1899 in Montana and studied architecture at UC/Berkeley, where he worked for years with John Galen Howard, who designed the Empire Building and would have given Santa Rosa several other memorable buildings had our civic leaders not gone on the cheap.

Caulkins moved to Santa Rosa around 1932 and partnered with William Herbert, an architect who had been here for about fifteen years. Curiously, the prolific Caulkins is now all but forgotten while Herbert’s prestige as “Santa Rosa’s first architect” has risen – even though he accomplished little.

Today Bill Herbert is falsely credited with projects such as the original Luther Burbank school (sorry, it was built about ten years before Herbert showed up) is credited with the second Luther Burbank school built in 1940 and the designs which appeared during the firm’s sudden burst of activity that began once Caulkins joined the firm. Herbert is often named as the architect for Sebastopol’s 1935 Park Side School, for example, although the design is clearly in synch with Caulkin’s version of PWA Moderne. What Herbert did accomplish was mainly in the 1920s, particularly as being the supervising architect during the construction of Santa Rosa High School. He was also Santa Rosa’s building inspector for a number of years. Only two surviving examples of his solo architecture still can be found in Santa Rosa – a modest house at 418 Denton Way and the “Von Tillow Block” at 616 Mendocino ave., home to the Round Robin dive bar. Although William Herbert was said to be an MIT graduate, I’ll wager it was in a field of study other than architecture.

Scan the list below of the work produced by the Herbert & Caulkins office in 1935 and be humbled – two major schools, the first Junior College building (the gym), a major office building and four houses in Santa Rosa, one of them a place in Proctor Heights that the Press Democrat called “palatial.” There were probably more; next door to the house at 1121 St. Helena ave. is another from the same year, both exactly using Caulkins’ English-Norman vocabulary. And a couple of doors away is #1107, which was used as a model home for a time, eventually becoming the Caulkins family home. And on top of all that, he did a design for the county hospital (seen here).

(RIGHT: May 8, 1936 Rosenberg store fire. Photo courtesy Sonoma County Library)

When Caulkins opened his own office in 1936, things got really busy for him. There were at least seven more houses including the Streamline Moderne showpiece for his friends, the Trombleys. And then the disaster of May 8th happened.

The fire at Rosenberg’s Department Store was most devastating event in Santa Rosa since the Great 1906 Earthquake. The fire was so fierce there was concern that the city reservoir might not have enough water to fight it. Firemen from all over the area needed several tense hours to bring it under control.

The Rosenbergs vowed immediately to rebuild – and as the lost building’s upper floors were a major hotel, there were two businesses to restore. They gave Cal Caulkins the commissions for both.

The site at Fourth and B (currently the CitiBank building) was to become the New Hotel Santa Rosa as soon as fire debris was cleared and the blueprints were ready. The department store would be built on the half-block at Fourth and D, which was then a gas station and a garage. The Rosenbergs already owned the portion of Third and D which is still used as a parking lot behind the store.

The New Hotel Santa Rosa opened in December 1936, just seven months after the fire which is nothing short of amazing – three shifts of construction workers were kept busy 24 hours a day.

The exterior of the hotel appears plain and rote, but that’s only because all photos are in black and white; when it opened the PD spent a paragraph praising Caulkins’ innovative use of color – yet without describing what the colors were. Inside the design straddled Moderne and Art Deco. Aluminum bands were used there as well to create strong horizontal lines with indirect lighting cast upward from the pillars. These features continued in the dining room, which could seat 350 (!) and had walls painted in brown, yellow and apricot, which might well have been the muted exterior colors as well.

New Hotel Santa Rosa.  Photos courtesy Sonoma County Library

 

But also in December the paper revealed the San Francisco firm of Hertzka & Knowles were the architects for the department store. Nothing was said of why they were replacing Caulkins – or if he was being replaced completely.

Since the days immediately after the fire, Caulkins had been talking up his design to reporters and a drawing of his appeared in the PD less than three weeks afterward. Those early articles show plans were very much in flux; the paper said it would be a one story building with a mezzanine, then soon after that it could be up to six stories high with “a battery of elevators and escalators.” His drawing shows a building half again as large as what was built. Consistent throughout was that Fred Rosenberg wanted the place to look hip; according to the PD, Caulkins was “instructed to design the store as ultra-modern as possible…it will be of moderne architecture, with Caulkins intending to call for considerable use of a new-type structural glass and chrome-plated ironwork in his plans.”

The second drawing below appeared just before construction began and was most likely done by H&K. The most striking difference between Caulkins’ early drawing is the tower, which reached the building’s six-story potential – as the tallest structure in town, it was said to be like a beacon when illuminated at night. Aside from that, his preliminary sketch of a much larger building is recognizable in this later drawing, particularly the strong vertical decorative elements on the face contrasting with a stack of belt courses wrapping all the way around. And there’s plenty of that glass brick which Caulkins was intending to use.

Cal Caulkins preliminary drawing for Rosenberg’s Department Store. PD, May 26, 1936

 

Final (?) drawing unsigned for Rosenberg’s Department Store. PD, Jan 21, 1937

 

Whether H&K completely took over or collaborated with Caulkins is unknown, as is whether the final design belongs to him, them, or both. I’m inclined to believe all of the store’s interior and most of its exterior should be attributed to Caulkins; as seems to be the case with the hotel, there’s an originality in the design which defies simple definitions of what Art Deco or Streamline Moderne is “supposed” to look like. Nor can I find any examples of Hertzka & Knowles designing anything else that looks like this store. In 1941 they created the Leader Department Store in Petaluma (later Carithers) and that’s best described as being more in the International style, so devoid it is of any artistic features.

What does seem clear is that the poor guy was overstretched when construction plans were being finalized at the end of 1936. Besides the two enormous Rosenberg projects and the houses, a major problem arose at the Junior College while constructing his second building, causing all work to stop (the lumber was poor quality). With pressure to open the hotel doors ASAP, Caulkins would have had to be superhuman to give the department store project his full attention, what with the required budget breakouts, contractor bids, and million other last minute details large and small. Construction on the store began in January 1937 and its grand opening was shortly before Hallowe’en the same year.

Caulkins stayed incredibly busy over the next few years – check out the timeline below. In 1938 alone he designed Burbank auditorium and three other major buildings at the Junior College. He also became president of the Rotary, which seems to have been a full-time job, judging be all the doings reported in the news. And when WWII happened he went away for three years as a civilian employee designing dorms and housing for the Navy, becoming the architect for the entire Naval District in the Bay Area.

And now the obl. Believe-it-or-Not! surprise twist: Everything you’ve read here so far about Caulkins is just prelude to the really interesting story.

When Cal came back from the war, he had a vision to redesign almost all of Santa Rosa’s downtown core from the ground up. Instead of the grid of streets which had been  platted out way back in 1853 when there was only a couple of houses, a tavern and stray pigs, Caulkins envisioned a magnificent modern civic center to serve the town and county, something which likely would have turned us into a model city of postwar reconstruction for the entire United States.

The Chamber of Commerce loved the idea, as did the labor unions, service clubs, veteran’s groups, women’s groups and politicians of all stripes. The Press Democrat ran a banner on the front page reading, “Santa Rosa’s Future is at Stake.” It looked like a done deal. And then came December 4, 1945 – a day that will live in a kind of infamy.

 

 

 

CAL CAULKINS ARCHITECTURE


1932
Corning Union High School gym – Tehama county  (w/ Herbert)


1933
Webb & Bowman building – fuel oil and boilers 3rd and Main (w/ Herbert)


1935
Usseglio house 432 Denton Way
Chamber of Commerce model home 1621 Proctor Terrace – English cottage (w/ Herbert)
Proctor house 2445 Sunrise Place/Proctor Heights  – Mediterranean  (w/ Herbert)
SRJC gate dedication June 15 Mrs. Burbank
SRJC gym (w/ Herbert)
Sebastopol Union Elementary School – now Park Side (w/ Herbert)
Farmer’s Mutual Insurance 631-635 Fifth st (w/ Herbert)
Malm house 1121 St. Helena ave (w/ Herbert)
Cloverdale Union High School  (w/ Herbert)


1936
Eicher house 438 Denton Way
Call house 928 McDonald ave
Talbot house 201 Talbot ave
Rapp house 236 Talbot ave
E. Stewart house one story early California style
George Bech house 210 Palm ave Sebastopol enlarge and alter
Trombley house 1122 Mendocino ave
SRJC “home science and commercial” building
Rosenberg’s Department Store
Hotel Santa Rosa 4th and B, 508 Fourth st – see PD 12/4/36
Trombetta house 821 Mendocino ave
D. W. Douglas house 354 Benton st
H. T. Graves house 1421 17th st
WPA community center at Howarth Park (proposed – built?)
Stone co. new bldg + alter  625 Fifth st
Ralph Brown house 1612 Bryden Lane


1938
Hamlin medical bldg 576 B st
Knowlden Court apt building 502 Santa Rosa ave (now Economy Inn)
Challenge Cream and Butter Santa Rosa ave
auditorium for Fremont school
county hospital nurse’s quarters
doctor office remodel  1116 Mendocino ave (next to Trombley)
Burbank auditorium, 3 other major JC buildings – PD 9/8/38 – open Jan 1940
roller rink at south entrance Santa Rosa Redwood Hwy near Triangle


1940
Clark Avery house 219 Doyle Park Drive
Thurlow Professional Building 600 B st
Ives Park pool and rec buildings, Sebastopol
L. Grant Kellogg house hillside east of Santa Rosa (59b Adobe Canyon Rd?)
Ukiah fire station and jail
houses for doctors in Ukiah, Willits, Mendocino, Eureka


1941
Building Trades Temple 636 Third st
Seidel house Petaluma – early colonial


1945
Mendocino county hospital
St. Luke’s 905 Mendocino Ave built 48 “tudor english gothic”
Lessard Paper co. Sebastopol ave and Olive corner


1946
Sears – 7th st block between A and B 75000 sq ft opens 1949
Dodge-Plymouth dealership 955 Redwood Hwy S
Buick dealership Redwood Hwy S “automobile row”


1948
Ling furniture store 1044 Fourth st
Doyle Park school built 1950 (now Santa Rosa French-American Charter)
Ben Hall bldg SW corner 10th and Mendocino ave


1949
SRJC assembly hall and music bldg
Fremont grade school (demolished now Charter School for the Arts)
Middletown Unified School
Mark West Union School
American Trust Co. bank corner of Fourth and Exchange
Belleuve Union Elementary School (Kawana)
Carniglia house 1940 Grace Drive
1949 remodel of courthouse basement for county surveyor and road commissioner
Mendocino county courthouse
Mendocino union high school


1950
First Presbyterian 1550 Pacific ave (early sketches gothic)
IOOF Hall Santa Rosa 545 Pacific ave
Charles Niles Jr. house 2111 Linwood ave


1951
Greyhound expand and remodel 5th and B
Forestville Union Elementary school new wing
Flowery Elementary School Fetters Hot Springs
Sharrocks house 931 Litchfield ave Sebastopol
Roseland elementary admin + addition  985 Sebastopol ave


1952
Harmony Union School District, Occidental built 1957
East Petaluma fire station
Ukiah High School gym


1953
Doctor’s bldg 1158 Montgomery Dr


1955
Christian Scientist 330 Hope st
Welti Funeral Home 1225 Sonoma Avenue (now Daniels Chapel of the Roses)
car wash between Santa Rosa ave and Petaluma Hill Rd


1956
Cinnabar Elementary School


1957
Cotati Elementary School


1958
Veterans Memorial Sebastopol
Twin Hills Union Elementary School


1959
Alexander Valley Union School addition


1961
Roseland elementary 950 Sebastopol ave (new school or 5 room add to Sheppard school?)
Office of Civil Defense – recondition buildings at Naval Air Station Sebastopol Rd.


1962
St. Stephen’s Episcopal Church 500 Robinson Rd Sebastopol


1963
Salvation Army 115 Pierce st
store 112 N Main st. Sebastopol (south of People’s Music)
Newberry’s store Fourth st additions and renovation


1964
Knox Presbyterian 1650 W 3rd St


(Year Unknown)
A. Z. Blackman house 549 Talbot ave
Carl Livingston house “Circle 3L Ranch” Santa Rosa (7639 Sonoma Hwy?) early american
Yaeger & Kirk offices 701 Wilson st (now Copperfields warehouse)
Congregationalist church Oakland
Lewis school additions
Lakeview, Eucalyptus school districts projects
Point Arena school
Upper Lake school
Round Valley school

 

CAL CAULKINS CAREER EVENTS


1935
plans for American Legion bldg south of Julliard park between Santa Rosa av and A
preliminary plans on county hospital


1937
1937 settles $1100 claim for prelim plans on county hospital $800 (John Easterly final)


1938
mainly four SRJC projects, Rotary president


1940
Nov. issue Architect and Engineer feature


1941
Hogan house in Yokayo subdivision Ukiah wins award


1942
May – active duty on dorms, housing for Richmond/Vallejo farm/defense workers


1943
civilian employee of Navy in SF


1944
architect for 12th Naval District


1945
Andre Morilhat, C. J. Harkness joins firm


1946
North Bay rep for AIA


1947
Santa Rosa Memorial Hospital preliminary plans (not used)


1952
“Caulkins Plan” seismic survey of all downtown bldg. mandated retrofits


1959
President Santa Rosa Downtown Development Assoc

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